In the summer of 2015, the White House (through Civic Nation) approached Huge (who was part of the Creative Alliance) to help get more young Americans connected with the federal programs designed to help them. We set out to create a centralized portal that makes it easier to register for programs like FAFSA, the Free Application for Financial Student Aid.
As described in a feature story in WIRED magazine, we realized students didn’t need another online destination. They needed someone to remind them what to do, how to do it and — most importantly — when. So we created Up Next, a notification system that communicates the way Gen Z does: via SMS.
I was the lead copywriter on the team, and I also assisted with brand strategy, user experience, conversational interface design and content strategy.